Immutable Law of Marketing 15/22: The Law of Candor

These posts are notes from the book: “The 22 Immutable Laws of Marketing” by Al Ries and Jack Trout.

When you admit a negative, the prospect will give you a positive.

One of the most effective ways to get into a prospect’s mind is to first admit a negative and then twist it into a positive.

Candor is very disarming. Every negative statement you make about yourself is instantly accepted as truth. Positive statements are looked at as dubious at best.

No proof is needed for a negative statement.

Marketing is often a search for the obvious. You cant change a mind once it’s made up, your marketing efforts have to be devoted to using ideas and concepts already installed in the brain.

The Law of Candor must be used carefully and with great skill:

  • Your ‘negative’ must be widely perceived as a negative. It must trigger an instant agreement in the prospect’s mind.
  • You must quickly shift to the positive. The purpose of candor isn’t to apologise, its to set up a benefit that will convince your prospect.
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